Many businesses hire a paid advertising agency when they realise they need additional expertise and structure. The main reasons are usually:
- The need for a “third eye” – a professional audit and an outside perspective to spot missed opportunities or mistakes.
- Outsourcing all PPC work – the business lacks the time, the team or enough experience to manage its campaigns in-house.
- A desire to grow without the internal structure to do it – the company wants to scale but lacks the processes it needs.
But businesses often end up with “con artists” instead of “partners”. Below, we shed some light on how the agency business works and give you tips for choosing, red and green flags – all from an agency… Yes, we’ll tell you everything.
What does an agency actually do?
A good agency doesn’t sell promises in numbers – it sells well-done work aimed at achieving results. It is a partner that brings order, structure and professionalism to your advertising. Here is what that involves:
- Building strategies and campaigns – the agency analyses the market, the audience and the competitors to propose a strategy with a real chance of success. Campaigns are planned with clear goals, testing phases and a logic for scaling.
- Developing creatives – visuals, copy, video, UGC – everything is created to fit the target audience and the advertising angle, and to prompt real action.
- Analysis and optimisation – the data is monitored daily. There are no blind bets; decisions are based on real user behaviour and metrics.
- Providing structure and processes – the agency builds a system for managing your advertising over the long term so that it delivers a return, not just short-term results.
It is important to know that no agency can guarantee a specific turnover or profit. The success of advertising depends on many factors – the product itself, the quality of the website, pricing, the market and the competitive environment. The agency can give its best, but it cannot make up for weaknesses in these areas.
What to look for when choosing an agency
Choosing a paid advertising agency is an important step, because it will manage not only your budget but also your brand’s reputation online. Before moving on to specific criteria, think about what you expect from the partnership and what questions you would ask yourself. A good agency should inspire trust, be honest about what advertising can and cannot do, and be willing to invest time in understanding the specifics of your business. Based on our real experience as an agency, here are a few things to watch out for:
- Look for a team that explains everything clearly and doesn’t make you feel out of your depth. A good partner doesn’t just carry out tasks – it tries to involve you in the process and explain what is happening in plain language.
- Ask questions – if they can’t explain the structure of their campaigns in plain language or avoid giving specific answers, that is a red flag. A good agency aims to educate the client so that they can make informed decisions.
- Be wary of overly aggressive salespeople who promise fast, big results. In our work as an agency, we see businesses every day that have fallen for empty promises and then come looking for help to repair the damage.
- Look for transparency – a good agency will show you what its process looks like, how it plans strategies and how it will report to you.
- Pay attention to whether they want a long-term partnership. An agency that cares about your growth will ask about your product, market and audience before it even makes you an offer.
These tips are based on the real experience of an agency that works with a wide range of businesses every day and has seen both good and bad practices in the market.
Red flags when choosing an agency
Before looking at the specific warning signs, remember: choosing the wrong agency doesn’t just waste budget – it can damage your image and slow down the growth of your business. It is important to treat this choice strategically and not be swayed by promises that sound too good to be true.
- Promises of numbers – Promises of specific results (e.g. “we’ll double your turnover in a month”). No professional can guarantee turnover without having analysed the data and the market.
- No accountability – A lack of accountability and transparency in the work. If you don’t receive clear reports and access to your accounts, you have a serious problem.
- Pressure to sign – Pressure to sign a long contract without a proper explanation of the processes. This often hides the lack of a strategy and a plan.
- No process – No clear process for building a strategy, auditing or planning. Without these steps, lasting success is hard to achieve.
- The access belongs to you – a good partner will set up access where it is missing, then remove its own admin rights and give itself partner access, for example in Business Manager. No serious agency will take over your access. If an agency wants to hold your access “so it’s easier for them to do the work” – run. The work gets done just as well with partner access.
Now that you know these red flags, approach the choice carefully and with a clear idea of what you expect from the partnership.
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Green flags when choosing an agency
It is important not only to recognise bad practice but also to know the signs of a good partner. Before looking at specific examples, think about the agency’s core purpose – to be a trustworthy ally in growing your business, with transparency and real added value. Here is what we call “green flags” – good practices and signs that you are talking to professionals:
- In-depth communication – clear, thorough communication during the consultation or introductory meeting. The agency informs you, answers your questions in depth and in plain language, and aims for you to learn and understand.
- Honesty about expectations – you will be told clearly: “we don’t sell turnover… it doesn’t depend only on us, it depends on many factors… we sell work aimed at good results”.
- An explanation of the process – they will explain the process to you: a contract is signed, a strategy is prepared, everything is transparent and easy to understand.
- A formal agreement – contracts are signed. Please sign contracts. A good agency insists on this to protect both sides.
- A marketing strategy – expect a marketing strategy. If one isn’t offered before the ads go live, that is a sign of unprofessionalism.
- An audit before the offer – serious agencies carry out a full audit (ad account, website, email marketing and more) before making an offer.
Once you are familiar with these green flags, approach choosing an agency as a long-term partnership. A good choice will save you money and stress and speed up your business’s growth.
What to do if you have already signed with an unreliable agency
Before taking action, stay calm and try to analyse the situation. It is important to take a structured approach so that you regain control and minimise any damage.
- Ask for all access – make sure you have full control of your accounts and platforms. Don’t allow the agency to keep admin rights over your business’s assets, delete campaigns, data and so on, or use cards from the ad accounts.
- Hire a third party for an audit – it is important for a professional team to come in and give full transparency on what has and hasn’t been done, along with specific recommendations for moving forward. We at Evol can help with this. A report like this could also be used in court, if it comes to that.
- Consult a lawyer – if the agency won’t cooperate properly, call your lawyer. They could put some pressure on the agency with a phone call, a formal email and so on, before any further legal steps are taken.
Remember: acting in time and getting professional help will save you further problems and give you back control of your business.
Final words
A good paid advertising partner is not a magician. Advertising is not a miracle – it is a process that only works when the business, the product and the partners act together. Choose an agency that doesn’t just “run ads” but builds sustainable solutions for growth. Choosing the right partner means betting on transparency, strategy and a long-term vision – with no empty promises and no unnecessary risk.
If you would like to discuss your case and get professional advice, book a free consultation with our team. If needed, we can also offer a paid audit, which will give you a full picture of the current state of your advertising and specific recommendations for the next steps. We believe an informed decision is the best decision.
